Episode 31 my 30s were mostly about death lost the only person I knew loved me my mother divorced got divorced and then hair loss

I am still not over these things. I'll tell you know what it's profoundly tragic losing your hair go go go

Welcome to the 31st episode of the ProvG show and today's episode we speak with Sonon O'Rall a professor of management IT marketing and data science at MIT to hear about his new book the hype machine how social media

disrupts our elections our economy and our health and how we must adapt well that rolls right off the tongue doesn't it okay smart guy not a great marketer actually

Sonon is a colleague from NYU and then he bolted for MIT dad bitch trader oh my gosh anyways smart guy a good conversation okay what is happening what's on everyone's mind the big event from Apple Yippee Apple announced

a slew of updated products and most notable the company's new phones will be built for 5G hoping to inspire a super cycle of new phone purchases

iPhone sales peaked in 2015 and the company has doubled its stock price in last 18 months on the back of subscription or move the subscription revenue but at the end of the day the company is iPhone in the 7th or it's most profitable product in the history mankind

what do we have here with what is so exceptional about the iPhone it's not only the market leader by market share it's also the most profitable so Samsung may have one phone that's more expensive in terms of gross margin dollars nothing comes close

to an item that garners 1100 dollars in the marketplace will sell a quarter of a billion of those of those bad boys and costs about 500 bucks in glass chipsets and sensors this is nothing's like this

but an analogy in the automobile industry would be all right typically the best selling car are low margin cars right they're great value they appeal to the mass market the Toyota camera the Honda Accord and then you have your high margin profitable cars

Range Rover Ferrari that produce substantially fewer cars the marketplace is just much much smaller so what is Apple what is the iPhone the iPhone is really anomalous and singular and that is what if you had

the margins of Ferrari with production volumes of Toyota will you do it's called the Apple iPhone so 5G a lot of snarky people saying okay we really can't take advantage of it it's up to 18t and Verizon in terms of your ability actually access these blister fast speeds

but it's important and the perception will be this is a tangible reason to upgrade your phone versus incremental reasons thatapolis presented with it's a better camera or it's better looking or it has new cool technology but nothing really comes down to one thing and that is as an economy we have been much more creative

much more adept at building the technologies on top of bandwidth and throughput than we have been providing bandwidth and throughput the economist did a survey or a study about a decade ago and found that bandwidth has directly correlated to GDP growth so what can you do to inspire a catalyzed growth in an economy simple put in place the infrastructure investments and their substantial

to increase throughput in bandwidth so this is a big deal the thing I noticed that then that the dog sense that dogless sniffing the ground I was listening to the opening remarks at Tim Cook we also designed them to be secure and to protect your privacy because you should be the one in control of how your personal data is used he led the event with privacy now if you were to walk around the Apple spaceship bad timing to invest trillions of dollars in an HQ in my view

point but anyways I think these things are just giant phallic symbols let's build a testament to my manhood and have it plunder have it plunge into mother earth anyways what we are missing here or what is really exciting about this or different I should say is that if you were to walk around this spaceship and say to people at Apple what are you most proud of what we talk about in our marketing what we lead with I don't think any of them would say privacy let's talk about our privacy they talk about design or creativity or we are going to be able to do that.

So I think that's a great thing to do for new apps or new features whatever it is the ecosystem however however this is the genius of Apple and this is probably the most genius marketing me I say that a lot but one of them is that they are leading and have led with privacy why why why why it comes down to a basic concept we teach and brand strategy called laddering and that is when you make a marketing statement when you promote a feature of your product or service you are not only highlighting a strength you are

in the process of creating a new product that is a very important thing for public scrutiny and thereby ideally depositioning your competition so when you're the Democrats and you're talking about healthcare you're not only talking about why Democrats we'd be better for healthcare but you're basically trying to highlight the fact that the novel coronavirus is killed more people faster than almost any crisis in history and you're trying to bring up the fact that the Trump administration has not been able to put forward their own health care plan your

marketing in your home that he led with privacy because what he's trying to do is instill a sense of fear that Amazon like Facebook and Google is molesting your data do you really want a listening device in your home.

Well if you value privacy but you want that awesome smart speaker go with Apple.

The voice is one of the few places that Apple has really stumbled who was the original gangster here Siri and Siri has been taken out behind the gym and had to shit kicked out of her or him and basically given away to Alexa and this is a rare this is probably if there is a big mist up if there is a giant stub toe in the history of Apple the last decade it's the fact that they basically acquiesced or lost voice after having first mover advantage anyways anyways anyways in other news and other news.

Cutting the cord continues the Walt Disney company announced a reorganization of its business operations and is focusing on streaming video services the company said its content will be separated into three groups studios general entertainment and sports.

...